Episode notes
Most founders picture negative marketing as a billboard taking a shot at a rival. That is the version everyone remembers, and it is the weakest one for a company nobody has heard of yet: a smaller brand that names a bigger one pays to advertise the bigger one, then loses the feature comparison that follows. This episode covers the version that works, and it rarely names anyone. The three forms of negative marketing, why inertia loses more deals than any competitor, and a four-question test for picking an enemy your buyer can already name. Read the full teardown: https://www.teardownx.com/glossary/negative-marketing